The B2B Brand Iceberg: Strong Foundations for Success
Nic Forster
21.04.2024
Nic Forster
21.04.2024
Every branding project we do with our clients usually starts with helping them understand the deep foundation that every business brand must have. You can think of your brand as an iceberg, with its strongest components hidden beneath the surface. While the tip of the iceberg is the visual elements of a brand (logos and style guides), there is a real depth of information that shapes a brand's identity and perception. In this blog, we'll explore the iceberg of B2B brand strategy and how internal brand, positioning, and brand expression work together to properly communicate the essence of your brand.
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The visible elements of a brand identity are something like the visible tip of the iceberg. These elements translate the internal brand and positioning into tangible communications that interact with your audience. Brand expression shows how your brand speaks, what it says, and how it conveys its message.
A meaningful and memorable name is the first point of contact with your audience. It should embody the essence of your brand, be easy to remember and leave a lasting impression. A well-chosen name can immediately evoke emotions, create recognition and imprint itself in the minds of your target audience.
Messaging and tone of voice are critical to the way your brand communicates with its audience. A consistent and well-defined messaging strategy will ensure that your brand's voice remains clear and recognizable across all touchpoints. The tone of voice should match your brand's personality to build trust with your prospects, customers, and other stakeholders.
A well-crafted tagline summarizes your brand's promise in a concise and memorable phrase. It serves as a powerful tool to reinforce your positioning and bundle your offer in an easy-to-understand line.
The visible elements of a brand identity are something like the visible tip of the iceberg. These elements translate the internal brand and positioning into tangible communications that interact with your audience. Brand expression shows how your brand speaks, what it says, and how it conveys its message.
A meaningful and memorable name is the first point of contact with your audience. It should embody the essence of your brand, be easy to remember and leave a lasting impression. A well-chosen name can immediately evoke emotions, create recognition and imprint itself in the minds of your target audience.
Messaging and tone of voice are critical to the way your brand communicates with its audience. A consistent and well-defined messaging strategy will ensure that your brand's voice remains clear and recognizable across all touchpoints. The tone of voice should match your brand's personality to build trust with your prospects, customers, and other stakeholders.
A well-crafted tagline summarizes your brand's promise in a concise and memorable phrase. It serves as a powerful tool to reinforce your positioning and bundle your offer in an easy-to-understand line.
Finally, we reach the visible tip of the B2B brand strategy iceberg - the visual elements of the brand. These visual components, represented by elements like logos, style guides, and UI/UX design, are the tangible manifestations of your brand identity.
They can be impressive, but the ones we remember most are only truly impactful when built on the solid foundation of internal brand, positioning, and brand expression.
In B2B branding, understanding the iceberg metaphor is critical to unlocking the true potential of your brand strategy.
Internal brand and positioning, along with brand expression, are the deep and influential elements that shape your brand's identity and communication. While the visual design of the brand is important, it is only the visible tip that draws attention to the deep and powerful strategy underneath. By developing a holistic brand strategy that encompasses the entire iceberg, you can create a B2B brand that resonates with your audience, fosters loyalty and has a lasting impact on the marketplace.
